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BRINGING OUT THE BEST IN THE BIG APPLE
BEST THINKING… BEST IDEAS… BEST SOLUTIONS
THE 10 COMMANDMENTS — Ten Ageless, Irrefutable, Non-Negotiable Keys to Optimizing Your Fundraising Success
Presented by:Tom GaffnyTom Gaffny [email protected]
10 Really Important
Rules
Rule #1:
Rule #1:It’s not about you.
You Don’t Have a Direct Mail Program –
It Belongs to the Donor
The Fundraising Dialogue
Sender Receiver
-What you send-When you send it-Which channel
3 Absolute TruthsAbout Your Next Fundraising Piece
TRUTH #1
99.9% of your audience hasn’t been standing by the door all day, waiting for your package to arrive.
TRUTH #2
Unless you do something that interests them … provokes them… or connects with them… you’ve lost before you even started.
TRUTH #3
Re-read Truths #1 and #2.
“But … We Have Needs!”
People don’t give to you because you have needs.
They give to you because you meet needs (including there’s).
Rule #1: It’s not about you.Rule #2:
Rule #1: It’s not about you.Rule #2: It’s all about them … and the context at that moment.
CONTEXT DECIDES
How we talkHow we dress
Donor PyramidFinancial Measures
Mid
Low
Prospects
High
Passion PyramidPsychic Measures
• Knowledge of you
• Interest in you
• Loyalty to you
• Concern about you
LowPassion
HighPassion
Passion PyramidPsychic Measures
More Likely to;- Pay attention- Seek information- Give you 2nd and 3rd chances
LowPassion
HighPassion
Passion PyramidPsychic Measures
LowPassion
HighPassion
• Knowledge of you
• Interest in you
• Loyalty to you
• Concern about you
Passion PyramidPsychic Measures
LowPassion
HighPassion
More likely to:
- Not care
- Not want much info
- Give you 1 chance … maybe
“But isn’t that …you know … boring?”
The 3 Greatest Fundraising Appeals in my life:
• Mailed to 500,000 people … and raised $23,000,000
• Mailed to 8,234 people … and raised $6,300,000
• Mailed to 489 people … and raised $57,400
Eureka!
Let’s just mail everyone 7 page letters!
Eureka!
Let’s just mail everyone 7 page letters!
No.
Pareto Principle
80/20 Rule
20% of the donors generate 80% of the revenue
Passion Principle
80/20 Rule
20% of the donors do 80% of the reading
January 12, 2010
4:53pm
The Keys to Context
Speak to the recipient … on his or her terms
Speak to the moment … in a compelling way
Rule #1: It’s not about you.Rule #2: It’s all about them … and understanding the context.Rule #3: You’ve got 5 seconds to be successful.
“If your outer envelope doesn’t drive the person inside … you’re screwed.”
“If your outer envelope doesn’t drive the person inside … you’re screwed.”
(And the same goes for your subject line!)
The ‘A’ pile Theory of Direct Marketing
‘A’ Pile – I must open it
‘B’ Pile – I might open it
‘C’ Pile – Where’s the waste basket?
Making the ‘A’ Pile
HighPassion
LowPassion
THE RULES ARE VERY
DIFFERENT, BY SEGMENT!
Making the ‘A’ Pile
HighPassion
LowPassion
• Hide the brand
• Show the brand
Making the ‘A’ Pile
HighPassion
LowPassion
• Hide the brand• Tricks
• Show the brand• Treats
Making the ‘A’ Pile
HighPassion
LowPassion
• Hide the brand• Tricks
• Show the brand• Treats
Everyone loves a great offer. Don’t
hide it.
Making the ‘A’ Pile
HighPassion
LowPassion
Of course, you could
always just freak
everyone out
Making the ‘A’ Pile
Format is a “Difference-Maker”
• Sets the tone for your appeal
• Ensures you’re noticed … or ignored
• Is the conduit to success … or failure
Rule #1: It’s not about you.Rule #2: It’s all about them … and understanding the context.Rule #3: You’ve got 5 seconds to be successful.Rule #4: If your letter’s opening line doesn’t engage them … you’re screwed.
You’re not in the writing business.
You’re in the interest-building, motivating and selling business.
Unless you build interest, motivate, or sell, you’ve failed.
Tip #1
Appeal to your reader’s self-interest (you, you, you).
“Our”?
Sometimes it’s a big Yeccch.
Tip #2
Share news. Without pussyfooting around.
Tip #3
Be personal. Show ‘em you know ‘em.
Tip #4
Hit ‘em with an interrupting thought.
Tip #5
Tell a story.
NMSS Slides
Tip #6
Take another look at your 3rd paragraph.
Or your 4th.
Or your 5th…
Rule #1: It’s not about you.Rule #2: It’s all about them … and understanding the context.Rule #3: You’ve got 5 seconds to be successful.Rule #4: If your letter’s opening line doesn’t engage them … you’re screwed.Rule #5: Make it easy.
How Easy Are You Making it?
-Can I scan it, and ‘get it’?
-Is there a specific offer that jumps off the page?
159
160
How Easy Are You Making it?
-Can I scan it, and ‘get it’?
-Is there a specific offer that jumps off the page?
-Can the reply slip stand on it’s own?
June 13, 2008 169
Rule #1: It’s not about you.Rule #2: It’s all about them … and understanding the context.Rule #3: You’ve got 5 seconds to be successful.Rule #4: If your letter’s opening line doesn’t engage them … you’re screwed.Rule #5: People give to solve problems, not to celebrate solutions.Rule #6: Remember the 90/10 rule of creative.
The elements of every direct mail package(typical 2-page letter package)
-The carrier-The opening couple of lines-The body of the letter-The close-The P.S.-The reply slip headline/offer-The rest of the reply slip-The brochure/insert-The reply envelope
% of Words
-The carrier 1%-The opening couple of lines 3%-The body of the letter 60%-The close 3%-The P.S. 3%-The reply slip headline/offer 2%-The rest of the reply slip 7%-The brochure/insert 20%-The reply envelope <1%
The elements of every direct mail package
-The carrier 1%-The opening couple of lines 3%-The body of the letter-The close-The P.S.-The reply slip headline/offer 2%-The rest of the reply slip-The brochure/insert-The reply envelope
% of Words
-The carrier <1%
-The opening couple lines 3%-The body of the letter 60%-The close 3%
-The P.S. 3%
-The reply headline/offer 2%-The rest of the reply slip 7%-The brochure/insert 20%-The reply envelope <1%
% Impact
25%25%
10%10%20%
The Truth About Your Fundraising
10% of the words make 90% of the difference
(All the YOU stuff)
If those 10% don’t work, all the other stuff doesn’t matter
Some Important Caveats
• Outer envelope slightly less important
• They will give you 2nd chance
• Will want more info
• For the top of the pyramid, facts really matter
LowPassion
HighPassion
Rule #1: It’s not about you.Rule #2: It’s all about them … and understanding the context.Rule #3: You’ve got 5 seconds to be successful.Rule #4: If your letter’s opening line doesn’t engage them … you’re screwed.Rule #5: Make it easy.Rule #6: Remember the 90/10 rule of creative.Rule #7: There are five basic human motivators – use them all.
Five Great Human Motivators
•Fear
•Greed
•Guilt
•Exclusivity
•The chance to be God
“Why Do People Give to You?”
•They like you
•They believe in your mission
•They need you/a friend needs you
•They like your premiums
Why Do People Give to You?
• They like you
• They believe in your mission
• They like your premiums
• They need you/a friend needs you
• They like you
• They believe in your mission
• They like your premiums
• They need you/a friend needs you
• Desire for affiliation
• Desire for recognition
• Sense of obligation
• Because “it’s time”
“Because it’s Time”
The most underrated, unappreciated, untapped motivator in fundraising
Otherwise called ‘the billing statement’
Every program should have a mixture of 2-4 ‘it’s time’ appeals every year
•Annual Fund Drive•Annual Donor Drive•Summer/Winter/Fall Campaign
The Secret Weapon that leverages all the human motivators
•Guaranteed to dramatically lift response
•Guaranteed to dramatically increase retention
•Guaranteed to dramatically increase revenue
Rule #1: It’s not about you.Rule #2: It’s all about them … and understanding the context.Rule #3: You’ve got 5 seconds to be successful.Rule #4: If your letter’s opening line doesn’t engage them … you’re screwed.Rule #5: Make it easy.Rule #6: Remember the 90/10 rule of creative.Rule #7: There are five basic human motivators – use them all.Rule #8: People give to solve problems, not celebrate solutions.
The negative spin
The positive spin
The Winner?
One package generated:
• A 27% higher % response
• A 12% higher average gift
• 18% more revenue per thousand
And the winner is…
The negative spin
What about positive stuff about us?
The Winner?
“We Did it!!!” Appeals
LowPassion
HighPassion
“We Did it!!!” Appeals
• “Woo-hoo!”• “I did it too!”• “You’re welcome!”
LowPassion
HighPassion
“We Did it!!!” Appeals
• “Woo-hoo!”• “I did it too!”• “You’re welcome!”
LowPassion
HighPassion
• “Huh?”• “Did what?”• “Who are you?”
Rule #1: It’s not about you.Rule #2: It’s all about them … and understanding the context.Rule #3: You’ve got 5 seconds to be successful.Rule #4: If your letter’s opening line doesn’t engage them … you’re screwed.Rule #5: Make it easy.Rule #6: Remember the 90/10 rule of creative.Rule #7: There are five basic human motivators – use them all.Rule #8: People give to solve problems, not celebrate solutions.Rule #9: Don’t re-invent the world (because the world’s not sitting around waiting for you to re-invent it).
Run With Winners
Warren Buffet said it best…
“There’s something about human nature that we want to pick the flowers and water the weeds”
You Know it’s trouble when someone says…
“I know that works every time, but (insert one) … the board/the donors/I am sick of seeing it.”
You Know it’s trouble when someone says…
“I know that works, but I think we need to try to be more creative.”
Why do your winners work?
It’s the perfect alignment of your marketing and human nature.
And until human nature changes, your winners will still be winners.
Rule #1: It’s not about you.Rule #2: It’s all about them … and understanding the context.Rule #3: You’ve got 5 seconds to be successful.Rule #4: If your letter’s opening line doesn’t engage them … you’re screwed.Rule #5: Make it easy.Rule #6: Remember the 90/10 rule of creative.Rule #7: There are five basic human motivators – use them all.Rule #8: People give to solve problems, not celebrate solutions.Rule #9: Don’t re-invent the world (because the world’s not sitting around waiting for you to re-invent it).Rule #10: Get out of direct mail before it’s too late! Email’s about to destroy it… eat its lunch ... It’s going to be carnage. (just kidding)
E-mail/D-mail Integration?
Integrate where appropriate.
Innovate where necessary.
